Building DM Injury Law’s First Influencer Marketing Program — And Scaling It Into a High-Impact Growth Channel

Written By Kaylee Muchow

Photo by Windows on Unsplash‍ ‍

Overview

In early 2025, I identified a major opportunity for DM Injury Law: the firm had strong brand equity but lacked a presence in the fast-growing creator economy. Drawing from prior agency experience building an influencer marketing service from scratch, I led the charge to introduce, manage, and scale DM’s first-ever influencer marketing program.

With support from an external sourcing agency, I oversaw strategy, creator selection, content direction, campaign management, budget tracking, and all performance analytics.

What started as a test quickly evolved into one of the most effective brand awareness channels we used in 2025.

Goals

  • Expand brand reach beyond organic & paid social

  • Improve sentiment via authentic storytelling

  • Increase top-of-funnel traffic

  • Test creator-led content formats across multiple platforms

  • Begin generating form fills and inquiries from higher awareness

Strategy

1. Multi-Platform Creator Activation

To diversify reach and reduce over-reliance on a single channel, I led an activation strategy spanning four platforms:

  • Instagram

  • TikTok

  • YouTube

  • Facebook

Creators were selected based on relevance, audience alignment, tone, and proven engagement — not follower count alone.

2. Test-and-Learn Content Approach

To understand which storytelling formats resonated best, we tested:

  • Educational explainer videos

  • Storytime-style content

  • Parody and musical-centered content

  • Sports and podcast-style videos

This diversified content mix accelerated reach and audience trust.

3. Hands-On Campaign Ownership

Although sourcing was handled externally, I led all execution:

  • Brief development and goal setting

  • Content approvals and alignment

  • Budget pacing and optimization

  • KPI tracking and performance reporting

4. Relationship Building for Long-Term ROI

After evaluating performance across creators, I established:

  • 2 long-term creator partnerships
     who consistently outperformed benchmarks and continue to deliver sustained value.

Year-One Results (2025)

Overall Performance

  • 171 total posts

  • 856k + impressions

  • 25k+likes

  • 4.9k+ comments

  • 3.7k+ unique website visits

Creator & Partnership Growth

  • 16 creators activated

  • 2 long-term partners secured

  • 4 platforms leveraged

Business Impact

  • Significant lift in brand reach & awareness

  • Noticeable improvement in brand sentiment

  • Growth in organic follower count

  • Increased website traffic tied directly to creator content

  • Early lead generation and form fills attributed to influencer-driven traffic

This program proved that creators can do what traditional ads can’t:
deliver trust, authenticity, and credibility at scale.

Key Learnings

  • Consistency (not one-off posts) is what builds true momentum

  • Micro-and mid-tier creators often outperform high-follower accounts

  • Cross-platform storytelling creates compounding reach

  • Audience sentiment improves when creators share real, humanized stories

Looking Ahead: 2026

Year 1 is officially complete - and validated.
For 2026, I plan to:

  • Expand recurring partnerships with top-performing creators

  • Test deeper video storytelling on YouTube & TikTok

  • Grow the program into a turnkey, evergreen channel

Kaylee Muchow
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